TheOneAlliance adds Colors to its distribution network

Colors will be available with a bouquet of channels distributed by the company

TheOneAlliance or MSM Discovery Pvt. Ltd, the distribution company of Multi Screen Media (MSM) and Discovery Communications, will now distribute Viacom 18's Colors as part of its bouquet of channels.

MSM Discovery distributes 19 channels including Sony, SET Max, Discovery, Animal Planet, NDTV India and Aaj Tak. The company has also renewed its contract to distribute three other Viacom 18 channels - MTV, Nick and VH1.

& #BANNER1 & #Colors, earlier a free to air (FTA) channel, has recently gone pay and the partnership will ensure that it gets a fair deal in the distribution network. Prior to this, Colors was managing its own distribution.

Rajesh Kamat, chief executive officer, Colors, says in a statement, "We are happy to partner with TheOneAlliance bouquet as we embark on our next phase of growth. With this partnership, a critical part of Colors' business plan has been put in place."

Speaking to afaqs!, Rajesh Kaul, president, MSM Discovery, says that Colors will be distributed as part of its second bouquet in non-CAS (conditional access system) areas, the price of which will be revised. On an a-la-carte basis, the channel will cost Rs 21.40.

The second bouquet consists of 13 channels such as SAB, Sony Pix, MTV, NDTV 24x7, NDTV Profit, NDTV India, Discovery Travel and Living, and Aaj Tak. The bouquet currently costs Rs 58.80 per subscriber per television set per month but Kaul says that it will be revised.

In the CAS areas of Delhi, Mumbai, Kolkata and Chennai, the pay channels distributed by MSM Discovery are available at Rs 5.35.

Colors is already available on all DTH (direct-to-home) platforms through various packages.